InternetRetailing: Cognizant’s UK Head for Retail, Travel and Hospitality, and Consumer Goods Practices Writes About Integration

“Retailers are right to embrace the new opportunities that mobile technology offers, but believes integration is key,” writes Ron Curry. “The rapid adoption by consumers of smartphones and tablets almost caught retailers by surprise. The mobile phenomenon has permanently altered how people shop; armed with a smartphone or a tablet, shoppers are leading the mobile revolution and retailers are being forced to follow.”

Citing a Cognizant analysis of the mobile presence of the top 100 retailers in the US to understand how top retailers have responded to the mobile phenomenon, Curry writes, “Our analysis reveals that, although mobility is widely adopted by retailers across the pond, there is ample room to improve the customer experience, from which the UK retail industry can learn.”

“Erring on the side of caution may be the right thing to do; however, customers are voicing a number of criticisms regarding retailers’ existing mobile commerce offerings as they believe many vital features are still missing,” notes Curry. “Retailers need to improve customer experience through the use of mobile phones, but not at all costs. At the same time, it is important not to take the eye off the bigger picture, which should be focused on the customer experience.”

Curry avers, “While pace is important in today’s fast-moving and volatile retail environment, a clear strategy and well thought-out moves as opposed to rushed decisions to be first to market will ensure better results in the long run. Technology is changing the face of retail forever and a complete reworking of all channels is required. This cannot be achieved overnight.”

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